Innovating Tradition: The Adoption of Digital Marketing by Grape Growers in Karnataka

Key Points

• In Karnataka, grape growers are increasingly adopting digital marketing techniques for better outreach and sales.
• Approximately 75% of surveyed grape growers reported improved sales through the use of social media platforms.
• Observational analysis reveals traditional marketing methods are being complemented or replaced by digital tools in agriculture.
• This trend may indicate a significant shift in agricultural marketing strategies, particularly for smallholder farmers.